Submitted by: Tasneem Mahbub 16/06/2017
John Lewis had identified that millennial parents are used to being able to access information on any topic, at any time, very easily – whether it’s comparing pushchair prices or browsing nursery décor ideas. Another crucial trend that they have identified is that sharing product expertise and review has the potential to sway readers to make a purchase. There needed to be an update to the baby publication to ensure there is a helpful format, enabling readers to compare products more easily and find what they are looking for more quickly. They also needed to increase the editorial content.
With a brief to develop an inspiring nursery catalogue, showcasing the breadth of John Lewis’s range of baby products, content marketing agency Sunday set about creating a complete print and digital solution that reflected both the John Lewis brand and the increasing demands of the millennial mother. They created a more engaging read and shared John Lewis product expertise. As ever, the maternity fashion shoots, gorgeous baby photography and creative room sets highlight the product offering and provide John Lewis with high-end assets to use in store and online. Key to the success of the catalogue was the imagery, with stylish, gender-neutral room sets providing the backdrop to the most important feature of all: the babies.
With clever casting and plenty of patience, the team captured an assortment of beautiful and natural shots, which were so good that they were not only used in the print catalogue, but across a wide number of John Lewis’s digital, social and video channels. The content was so successful that John Lewis used the images as point of sale around their nursery departments.
“Our Baby publication is a brilliantly useful, engaging shopping tool for mums and mums to-be,” said Craig Inglis, Customer Director for John Lewis, “which supports John Lewis continuing to be seen as a trusted, authoritative retailer in this category.”